Case Study Round-Up: Delivering Knowledge to Inspire Giving

GivingTuesday started in 2012 with the simple mission: encourages people to do good by supporting brands that aim to make the world a better place.

In this same spirit of giving, W5 is proud to collaborate with nonprofits and B-Corps to promote giving, increase awareness to reach donors and volunteers, and above all, help organizations do more good.

Identifying Donors to Inform a Campaign to Encourage Giving

A regional not-for-profit healthcare system was embarking on a mission to transform pediatric care for residents and needed to raise significant funds to support the initiatives. Research was desired to understand the market of current and potential donors, including strategic segments that exist and their awareness, habits, and perceptions as potential and existing donors.

W5 conducted a segmentation to gain an understanding of area donors based on relevant and true “real-world” criteria to ensure segments existed but were also strategically actionable and receptive to donor marketing and communications strategies.

Results

•Segmented the marketplace into donor categories to gain an understanding of the community’s charitable giving habits, by age and other demographics

•Identified preferred vehicles for donations, education, and staying connected with the healthcare system over time (at the cash register, via email, direct mailer)

•Developed a Donor Segment Playbook to communicate the newly defined segments internally and serve as a reference to inspire tailored messaging and campaign strategies

Uncovering Fan Characteristics to Generate Growth Strategies

A contemporary ceramic brand with an established following thanks to their B-Corp certification and stunning handmade dinnerware sought out research to support continued brand growth. While the brand has tremendous success among its current customer base, reliable data was desired to inform new customer acquisition strategies.

W5 executed a segmentation study  capturing attitudinal, psychographic, and demographic insights that defined engagement in the category, aesthetic preferences, and lifestyle activities and interests.

Results

•Identified five distinct segments including three priority making up ~60% of the customer base whose values and behaviors aligned with the brand

•Uncovered which segments prioritized design and aesthetics over quality and versatility to inform marketing strategies and product imagery

•Media and social media engagement profiling offered direction on media buying strategies and which channels and influences provide the greatest ROI

Revealing Donor Segments to Win the Fight Against Global Hunger

A global nonprofit driven to end world hunger through key outreach and community empowerment was interested in learning more about the groups they engage with from volunteers to corporate decision makers to donors.

W5 conducted a segmentation survey with strategically targeted members of each group to categorize them into segments based on motivations, attitudes, marketing preferences, and desired experiences with the organization.

Results

•Identified reliable segments defined by their motivations towards engagement in charitable causes

•Designed a stylish Segmentation Playbook to educate the organization on the unique donor groups they served

•Generated a Typing Tool and actionable recommendations on how best to connect with each donor segment, increasing email open and click rates by over 20%

Unlocking Category Preferences to Support a Masterbrand

A beloved brand of premium foods and their associated non-profit charity sought an in-depth understanding of customers’ defining characteristics across the category. Additionally, the brand wanted to understand linkage from the Masterbrand to the charity and recognition of the face of the brand across generational cohorts.

W5 leveraged digital ethnography with consumers to capture motivations and behaviors. Insights strengthened the design of the segmentation survey, uncovering answers set for how people shop and hypotheses on connections of the brand to the charity.

Results

•Uncovered consumer considerations among brand categories and how personal commonalities and differences affect brand choice

•Established understanding of how each category can be optimized to support the overarching Masterbrand, tying together consumer priorities like, flavor, ingredients, health value, and price

•Created Segment Fact Sheets presenting opportunities for positioning and marketing to combine seemingly disparate elements into a unified Masterbrand while increasing charity awareness

Interested in learning more or seeing the same results for your brand? Reach out!